Brightening Beauty: Unraveling the Growing Demand for Skin Lightening Products in the United States | FMI

The Skin Lightening Products Market in the United States has experienced remarkable growth in recent years, emerging as a dominant player with a leading share of almost 27.2% in the global market as per FMI’s analysis in 2022. This surge is attributed to several factors, including the rising awareness about personal grooming and beauty, a growing demand for advanced skin lightening solutions, and the increasing popularity of K-beauty trends.

With a highly competitive landscape, numerous companies are vying for consumer attention, offering a diverse range of products to meet various needs. Moreover, the rising concerns regarding the safety and efficacy of skin lightening products have propelled a shift towards natural and organic alternatives.

As consumer demands continue to escalate, and innovative products hit the market, the United States skin lightening products market is expected to maintain its growth trajectory in the foreseeable future.

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The global skin lightening products market is estimated to be valued at US$ 19,225.9 million in 2023 and is expected to reach US$ 37,913.6 million by 2033. The adoption of skin lightening products is likely to advance at a CAGR of 7.0% during the forecast period.

Manufacturers and brand holders identify a product’s efficiency and effectiveness as exceedingly important factors to convert the product’s unique selling proposition (USP) into a bigger market share. According to the report, the rising cases of melasma are among the leading factors enabling skin lightening product sales.

Melasma can be defined as acquired hyperpigmentation on the skin and occurs due to a number of reasons, such as genetic predisposition, ultraviolet radiation, hormonal factors, and drugs. Topical therapies and minimally invasive surgeries are becoming extremely popular in treating melasma across the globe. However, the latter being expensive, a larger consumer base is adopting topical therapies for the treatment of hyperpigmentation.

Topical therapies include medically prescribed or over-the-counter drugs, including several creams, lotions, gels, serums, and other topical therapies. The rising prevalence of melasma across the globe is shifting women to opt for topical therapies for treating their skin conditions. Apart from the U.S., the adoption of skin-lightening products has also demonstrated an increasing penetration rate among the African population.

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As per the World Health Organization (WHO), 77% of Nigerians use skin-lightening products on a daily basis. Improved lifestyle and a rise in the middle-class consumer group in Africa are pushing the penetration of skin care products across the countries. Women happen to cover the leading share in the market, accounting for nearly 80% of sales. FMI in its latest study has forecast the market to rise at a CAGR of 12.8% between 2021 and 2031.

Key Takeaways of Skin Lightening Products Market Report

  • Skin lightening product sales will continue rising, especially in the lotion and creams category
  • The U.S. has emerged as a highly lucrative market, accounting for over 90% sales in North America
  • The presence of some of the leading market players is pushing y-o-y growth in the U.K. at 3.3%
  • The expansion of beauty industry will continue fuelling sales in Germany and France
  • Japan will remain an exceedingly lucrative market, accounting for over 50% sales in East Asia

Impact of COVID-19 & 2020 Market Analysis

The current pandemic outbreak has imposed numerous challenges on the part of supply side and demand side. The temporary regulation imposed by regional governments to restrict the movement has impacted supply chains drastically. Besides this, the shift from discretionary spending to essential goods has further negatively impacted the market growth.

Besides this, the change in consumer buying habits has encouraged a shift from store based retailing to online retailing facilitating a wider market reach. However, the market is currently entering into reviving phase across different regions, which is further an indicator that points out towards new opportunities amid economic slowdown.

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Who is winning?

Future Market Insight (FMI)’s report underlines insights into the competitive situation of the Skin Lightening Products market along with highlights of differential ways utilized by players. Some key players within the Skin Lightening Products market includes and others.

The players are aggressively investing to encourage and promote product development with an aim to gain a competitive advantage over other players operating in the market. The players are entering into strategic alliances with others to build up and strengthen in house resources and expertise.

L’Oréal S.A, Beiersdorf AG, Unilever PLC, Procter & Gamble Company, Shiseido Company, Estée Lauder Companies Inc, Avon Products Inc., VLCC Health Care Limited, Lotus Herbals Private Limited, Clarins Group, Himalaya Global Holdings Limited, Kaya Limited, Kanebo Cosmetics Inc., RichFeel Hair & Beauty Pvt. Ltd., Eveline Cosmetics, Rozgé Cosmeceutical, Bio Veda Action Research Private Limited, Civant LLC, Sabinsa Corporation, and Sanora Beauty Products, among others etc. are few prominent brands operating in the market.

Skin lightening Products Market by Category

Product Type

  • Lotions and Creams
  • Foam Skin lightening Products
  • Gels Skin lightening Products
  • Serum and Toner
  • Scrubs
  • Others

End User

  • Men
  • Women

Price Range

  • Economic (US$ 10-50) Skin lightening Products
  • Mid-range (US$ 50-200) Skin lightening Products
  • Premium (US$ 200 & Above) Skin lightening Products


  • Natural/Herbal Skin lightening Products
  • Synthetic Skin lightening Products
  • Organic Skin lightening Products

Sales Channel

  • Pharmacies
  • Hypermarkets/ Supermarkets
  • Specialty Outlets
  • Convenience Stores
  • Beauty Stores
  • E-Retailers
  • Others


  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • Middle East and Africa (MEA)

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Future Market Insights, Inc. (ESOMAR certified, Stevie Award – recipient market research organization and a member of Greater New York Chamber of Commerce) provides in-depth insights into governing factors elevating the demand in the market. It discloses opportunities that will favor the market growth in various segments on the basis of Source, Application, Sales Channel and End Use over the next 10-years.

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About the Author

Ronak Shah

Associate Vice President at Future Market Insights is deeply committed to uncovering actionable insights for consumer and food and beverage players. She brings a unique blend of analysis, industry trends, and consumer behavior to put data into perspective.

What she makes out of data becomes a delight to read. She has authored many opinions, including for publications like Process Industry Informer and Spinal Surgery News, as she understands the market pulse and consumers' shifting preferences.

She likes to bring experts to a roundtable to weigh the impact of a trend on an industry. Catch up with her discussion on the impact of AI in packaging.

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